Factors Affecting the Halal Cosmetics Purchasing Behaviour in Klang Valley, Malaysia

Abstract

The concepts of halal and haram in Islamic law are intended to protect humankind’s general well-being. However, previous research focusing on halal cosmetics purchasing behaviour is very limited. Most of the previous research generally focuses on consumers’ purchasing intentions towards halal cosmetic products instead of their relative purchasing behaviour. Therefore, the main purpose of this research is to investigate the relationships between adult consumers’ halal awareness, halal knowledge, and attitudes towards their halal cosmetics purchasing behaviour. The subject of this research was adult consumers who live in the Klang Valley, Malaysia, and the sample was selected via a systematic sampling method. It was quantitative research, which was conducted by distributing a self-administrative questionnaire. The collected data was analysed using SPSS Version 28.0 and SmartPLS Version 3.3.9. The findings of the study show that halal awareness, halal knowledge, and halal attitude all have direct and significant relationships with halal cosmetics purchasing behavior. These findings can help marketers, particularly those in the halal industry, implement more appealing marketing strategies in order to increase their market share. Future research recommended that cosmetics manufacturers as well as the Malaysian government should apply for and design more high-impact educational programmes to raise halal awareness and increase halal knowledge about the benefits and trend of using halal cosmetic products in a bid to further improve the level of halal cosmetics purchasing behaviour.